Let's Break The Rules Of Beauty with Dove

How do young girls look at beauty? Dove's latest video – ‘The Perfect 10’ answers this question through a candid conversation between girls, as they become beauty editors of Grazia for a day.

The brand conducted a social experiment with a group of young girls, who were invited to select a face for the beauty feature of Grazia. The film capturing this experiment shows some raw and revealing discussions on what qualifies as beautiful for girls these days. It urges viewers to create an environment that will help young girls and women develop a positive and confident self-image, by breaking the unrealistic and unattainable rules of beauty.

A recently conducted 'Dove Girls Beauty and Confidence Report (2017)', revealed some unsettling statistics about how Indian women, especially young girls, perceive beauty. The most disconcerting of these is that 6 in 10 Indian girls do not have high body esteem and feel the pressure to look beautiful.

The report also revealed that 76% of Indian women believe it is critical to meet certain beauty standards and 71% cited increasing pressures from advertising and media to reach an unrealistic standard of beauty as a key force in driving appearance anxiety.

Through the Perfect 10 film, Dove sends out a powerful message – one that questions the narrow, rigid and preconceived ideas of beauty that are unconsciously but deeply ingrained in a girl’s mind from a very young age. Dove believes in the need to address unrealistic beauty standards and change them, so that we can create a world where young girls can grow up to be women confident in their own skin.